Three essays on social influence in social advertising using a large-scale randomized field experiment
Name
1051454098-MIT.pdf
Description
Full printable version
Size
11.35 MB
Format
Adobe PDF
Checksum (MD5)
57ba6e929e3032b527311dd3fceddd22
Author(s)
Huang, Shan, Ph. D. Massachusetts Institute of Technology
Advisor(s)
Erik Brynjolfsson.
Alternative Title
3 essays on social influence in social advertising using a large-scale randomized field experiment
Date Issued
2018
Publisher
Massachusetts Institute of Technology
Abstract
In this thesis, I examine the causal relationships among products, social influence and network-embedded human behaviors, in the context of social advertising. Social advertising places social cues (e.g., likes) in ads, utilizing the power of social influence (the effects of social cues in ads) to encourage ad engagement. I collaborate with a social networking app for a large-scale randomized field experiment on its social ads. In the experiment, the presence and the number of social cues were randomly assigned among 57 million ad-user pairs (more than 37 million subjects and across 71 products in 25 product categories). Integrating the experimental evidence and the data of individuals, products, ads and network structures, my studies address the incentives, magnitude, contagion patterns and viral factors (i.e., characteristics of products, behaviors and individuals) of social influence in social advertising and product adoptions.
Description
Thesis: Ph. D., Massachusetts Institute of Technology, Sloan School of Management, 2018.
Cataloged from PDF version of thesis.
Includes bibliographical references.
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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